Optismile whitening toothpaste

Optismile is a brand of oral care products primarily sold in Action stores across Europe. The brand focuses on affordable dental hygiene solutions including toothpaste, toothbrushes, and whitening kits. While the brand is developed for the European market, specifically under the management of the Dutch-based retailer Action, the manufacturing of this specific product takes place in China, as indicated by the label.

Action, the parent company, is a prominent international non-food discounter with its headquarters in the Netherlands and is owned by the private equity firm 3i Group. The brand represents a private label strategy to provide accessible personal care products through a vast network of retail outlets.